Cannes Lions
DENTSU, Tokyo / CASIO / 2013
Overview
Entries
Credits
Execution
Can a captive successfully escape from confinement filled with various challenges such as being blasted with water by using only his Water, Dust & Shock Proof smartphone and the support of his fellow Twitter users? The story was designed to verify and demonstrate the product’s strengths, and unfolded in real time as the Twitter celebrity tweeted.
Outcome
32m tweets were made on the day of the event alone, greatly contributing to the sharp increase in the product’s awareness level.
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